Attention! : An Analysis on New Jeans’ Success
Since its birth in 1992, Korean pop music has undoubtedly made a statement for itself within the universal music and fashion industry. The bizarre range of concepts and aesthetics (to name a few, candy wonderland, mysterious black swans, asteroids and ruins, dancing with giant snakes on subways, and so much more), coupled with impressive choreography and stellar performances, continuously inspires me and millions of people worldwide. My love for K-pop arose in 2021, and although I’ve somewhat grown away from the music genre, what keeps me invested is the sheer amount of creativity that goes into each release and band. Many acts (girls’ groups, boys' bands, girl AND boy groups, non-Korean K-pop groups, and even AI avatar idols) have had their impact and time to shine. Still, in the past decade, the girl group Blackpink dominated the industry and was arguably “THE K-pop girl group” of their generation. If you don’t recognize the name, you’ll definitely recognize the songs that have appeared in American movies and TV shows, such as “Kill This Love” in To All the Boys: P.S. I Still Love You, and “How You Like That” in the trailer for Hotel Transylvania: Transformania. Their concerts continuously sold out, each music release broke at least one industry record, and their status as the It-Girls of K-pop seemed untouchable.
Enter, New Jeans, a band that overtook their popularity within one year.
NEW JEANS
Superstar quintet New Jeans stepped onto the K-pop scene in July of 2022 without making a sound, literally; with no prior promotions or advertising, their first song, “Attention,” was released, and it ended up being one of the biggest K-pop songs of that year, garnering millions of streams for their debut album. Their band name refers to being as timeless as a pair of denim jeans, while bringing something new and exciting.
The group comprises Minji, Hanni, Haerin, Danielle, and Hyein. From their swagger to their multilingual skills, each girl has a unique talent and charm that instantly makes them fan favorites. They have people in every country singing and dancing along to their addictive songs; “Hype Boy”, “Ditto”, and “ASAP”, to name a few.
Since their debut, the group has won 52 different (rookie) awards, including MAMA Awards for Artist and Song of the Year, a Golden Disk Rookie Artist Award, and a Billboard Music Award for Top Global K-pop Artist. They have 17.9 million monthly listeners on Spotify and reached a billion streams the fastest out of any K-pop act, surpassing records set by global super-groups BTS and Blackpink. They are also one of the only K-pop acts to perform at American music events like Lollapalooza and the Billboard Music Awards.
It took BTS and Blackpink years to get to where they are now, yet New Jeans is as popular as some groups performing since the members were little girls. When hundreds of groups with different personalities, sounds, and looks are releasing content simultaneously, it can be hard to stand out. New Jeans follows standard practices for their industry in terms of fashion, merchandise, content, and marketing, so that begs the question- how exactly did they get this kind of attention in such a short amount of time?
THEIR LOOK
On and off stage, their outfits exude a youthful essence that looks like what teenagers would typically wear, as their outfits tend to be more casual, have a lot of cartoonish details, and play with furry, jelly, denim, and other unconventional textures. Their outfits allow for relatability and nostalgia, enticing fans of all ages. Their wardrobe has a distinct Western influence, giving them a unique silhouette compared to other girl groups, who usually stick to the cookie-cutter “K-pop” look.
Blackpink, (G)I-dle, and Itzy in typical K-pop fashion
For example, New Jeans opted for a tank top, sports jersey, jorts, and Jordans or Timbs combo for their debut- a classic look . They rocked baggy jeans, graphic baby tees, hats with bunny ears and backpacks for their “OMG” release, sporty-chic tennis and cheerleader outfits when they released “Super Shy,” and monochrome crop top and skirt-pants outfits for their self-titled song “New Jeans.”
Even their HAIR is considered part of their “look.” Usually, idols will have their hair in a rainbow of different colors when making content for a single album release (pink is a popular choice). When New Jeans debuted, each girl had long, natural, thick black hair that swung in tandem with their dance moves, and fans ate that look up. That summer, comments about their hair being “paid actors” or “too iconic to cut” flooded social media.
Their natural and youthful look has helped them participate in fashion ventures that other K-pop groups have yet to experience, and the girls have had massive impacts on the Korean fashion industry both individually and as a group. Publications such as The Business of Fashion and Vogue have covered their work with luxury brands such as Louis Vuitton, Armani Beauty, and Chanel. They’ve driven fans to shop at Asian brands that they associate with, such as O!oi and Cfierce, and their appearance at high-fashion events such as Seoul Fashion Week garners massive amounts of attention for smaller Korean luxury brands.
THEIR CONTENT
As mentioned, the Korean music industry is no stranger to surreal, out-of-this-world visuals. Whether it be dancing in alternate universes, in the middle of a racetrack with cars whizzing past, or flying through the sky above a post-apocalyptic crowd, you can always expect a surprise in each music video, which is a massive part of the fun. However, New Jeans’ visual presence is refreshing compared to past girl group concepts, some of which include boy-crazy schoolgirls, edgy badass babes, princesses-turned-popstars, tropical islanders, and even intergalactic love interests. Rather than take fans to another dimension, New Jeans’ music videos happen at pool parties, on basketball courts, and in their shared living space, all very organic, realistic places. They don’t depend on heavy CGI to get their stories across since their concepts are usually centered around something more juvenile, like talking to their crush or warning their girlfriends about players. While there are some exceptions, their music videos feel grounded and serve as a change of pace.
The group has a distinct dancing style that other groups can’t seem to replicate. In the past, it’s been expected for girl groups’ choreography to mostly dance with their arms and hands, making complex formations and movements that show off their skills while remaining graceful and feminine. Recently, girl groups like Le Sserafim and XG (both of which also debuted in 2022) have been breaking that boundary and doing intense choreography that involves all parts of the body. Their dances are arguably more impressive with synchronization and athleticism than most girl groups, but New Jeans appears to have this distinct groove that helps them stand out.
Because the members are young, their dances are very bouncy, light-hearted, and quirky, and it complements their sound quite well. Fans on TikTok have said that watching them do their thing feels like watching a friend group have fun with each other, as each member will be doing slightly different movements that ultimately make the dance look cohesive, organic, and exciting to watch. As described in a video by Ruda’s Dance Lab, their moves are primarily based on old-school hip hop, reminiscent of street dances and 2000s K-pop choreography. Little details, such as pointing at a member having her solo or high-fiving whenever they switch places, can atone for that statement. They also tend to dance on off-beats and vary their rhythm throughout, while other groups only dance in sync with the lyrics of their songs, making New Jeans’ choreography seem more lively than usual. They’ve been able to properly bring back the 2000s style and rejuvenate it with modern K-pop's flamboyant and bold feel, which other groups have failed to do.
Groups from Left to Right: Le Sserafim (“Impurities”), XG (“Tippy Toes”), New Jeans (“OMG”)
THEIR MARKETING
There’s a LOT that comes with being a K-pop fan. Besides dreamlike videos and music that is sure to give you a bad case of earworm, fans can get their hands on physical albums (that contain songbooks, editorials, stickers, and collectible photocards of idols’ selfies), apparel, lightsticks, figurines, and toys to rep their favorite groups; variety shows where they can watch idols cook, go on vacation, or do fun challenges for prizes; vlogs, virtual meet-and-greets, and even a good cardio workout if one should try to learn choreography. Again, there are many opportunities for K-pop acts to shine through their merch, but New Jeans’ creative team gives them the right edge.
New Jeans pioneered recent graphic design trends like the “jelly” look, Y2K pop art, and old-school video game aesthetics. All their marketing follows a consistent feel, but it never feels overdone, no matter how visually loaded their content may be. For example, the “New Jeans” music video featured the group as Powerpuff Girls navigating their way through a computer-world video game, and it’s one of my favorite music videos because of its interdisciplinary creative direction. The video constantly shows the girls crossing the boundaries between real life and their digital adventure. It mimics the old Powerpuff Girls animation style, then shifts to pixelated and eventually 3D animation. There’s a scene where 2D and 3D animation crosses over, and it’s truly a visual masterpiece that complements their look and sound very well.
This picture doesn’t do the music video justice. Click it to experience the full video!
Their creative team also jumps on every opportunity to stand out with their merchandise. The “Get Up” edition of their latest album came in a bag-like plastic case with decorative holes and a handle, which they marketed as a “must-have beach bag” for the summer. Some of their apparel merchandise shows the girls drawn as anime comic book characters or their Powerpuff Girls personas, which may play into the nostalgia appeal for some fans. They also collaborate with fun brands such as Nudake, an artistic bakery company, and host pop-up shops with limited edition merchandise, which only the most globally successful K-pop acts have been able to do.
When it all comes down to it, New Jeans’ take on youthful expression and going back to the “classics” has propelled them to be their generation's industry leaders. There are groups who have tried the same “old-school nostalgia” concept, but ultimately they just didn’t hit the same because it didn’t feel new, but rather just an extension of the regular K-pop feel. It just felt “cute”. As an aspiring brand creative, I acknowledge that a huge part of their success is because of the planning that happens behind the scenes; their creative team, choreographers, stylists, editors, and so many people deserve a lot of credit. New Jeans puts a new spin on the past and does it in a way that isn’t overwhelming or overdone but speaks to fans, fashionistas, and creatives worldwide.